HR technology analyst firm Brandon Hall Group launched a digital marketing agency to support vendors of HR and learning solutions.
Called Agency! By Brandon Hall Group, the unit offers marketing services including content marketing, organic and paid search, multi-touch attribution and account-based marketing. Its efforts will lean heavily on buyer research, market trends and campaign performance data. That, the company said, will allow it to create targeted go-to-market strategies for HCM solution providers.
“Understanding the intricacies of the HR technology landscape is our forte, and we envisioned crafting a marketing engine meticulously designed to propel growth for these vendors,” said Brandon Hall CEO Mike Cooke. The agency will allow customers to leverage Brandon Hall’s data, relationships and content “to captivate their ideal clientele,” he said.
Agency! says its approach begins with strategic services to establish a foundation for its marketing efforts, including development of brand identities designed to capture each client’s unique value proposition. The services include defining messaging strategies and identifying key distinguishing features of each product.
Marketing Buzz but Falling Budgets
Best known as an HR industry analyst, Brandon Hall interviews and reviews some 600 HR technology providers each year. The company already had in place its licensed Solution Provider Profiles, which are developed by the firm’s analysts after they’ve researched a customer’s solution, benefits and future plans.
The HR technology marketing space is nothing if not competitive, especially as customers struggle to understand and keep pace with a rush of AI-based products and services that often overlap. On the sell side, vendors fear falling behind if they don’t incorporate generative AI into their products, and let the market know about it.
Vendors are also under pressure from a decline in HR technology budgets, which has been noted even though corporate leaders worry about effectively contending with talent management and retention challenges. While roughly half of employers were expected to spend more on HR tech during 2023, analysts expect their per-employee spend across industries will fall.